The Page 1 Podcast
The Page 1 Podcast is a weekly show that features a variety of guests and thought leaders on topics ranging from channel strategies, to tariffs, influencer marketing, best in class product launches, and all the details about how to accelerate your eCommerce sales with the big box retailers, or what we call rCommerce.
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From Chocolate to Wine – Business Turnaround Secrets – Joe Fisch EP84
02/26/2021
From Chocolate to Wine – Business Turnaround Secrets – Joe Fisch EP84
Joe Fisch: How to Turnaround a Failing Business into a Thriving Business How do you turnaround a failing business into a thriving business? How about improving the customer experience and adopting a great team strategy? Gaining back the trust of your customers by putting them first is a great way to turnaround a business. In this episode of the Page One Podcast, Luke Peters speaks with Joe Fisch on how he and his team turned around Wine Access to a trusted brand. Joe is the CEO of Wine Access, a leading direct-to-consumer online wine retailer offering exclusive curated wines from around the world. He’s the former Vice President of Finance and Administration in the same company and has a background in finance, having served in other organizations. Listen in to learn the importance of focusing on a customer experience strategy when turning around a company. You will also learn the importance of having great personal and professional support to perform at your best as a leader. Key Takeaways: How to transform a failing business into a successful one by focusing on pain points and customer experience. The importance of having a great management team to help the business move in the right way. How to let go of control as a leader and trust your team to utilize their expertise. Episode Timeline: [2:44] Joe explains how they source the best wine bottles in the world and market through storytelling. [5:08] He talks about their team size and their KPIs which are focused on customer experience. [8:09] How they shifted their focus to the customer experience at Wine Access after losing their business pillars for 2 years. [12:21] How he improved their wine supply by hiring right to make the process smooth. [14:37] How they improved the website by focusing on the pain points and upgrading the user experience. [16:37] The value of a great team in changing and driving the business forward. [18:00] Joe explains how they used their past failures to customers to straighten things out. [20:46] The importance of having personal and professional support to help you perform excellently as a leader. [23:09] How they’ve been taking more swings to encourage growth without unrealistic expectations. [24:53] The infrastructure challenge plus the tools they’re using to help improve operations. [27:00] The tools and products they use to manage the financial side of the business. [28:08] How Joe transitioned from financial language to understanding all departments’ languages. [30:55] Why you should spend more time with people to give you ideas on how to improve your business. [32:06] Joe advises maintaining the culture of not getting too high or getting too low. Quotes: “We’re going to be hyper-focused on what really drives the customer experience and anything that’s not really in that realm we’re going to push aside.”- Joe [11:12]
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Using Customer Product Reviews to Guide Your Business Strategy- Patricia Osorio Ep83
02/19/2021
Using Customer Product Reviews to Guide Your Business Strategy- Patricia Osorio Ep83
Patricia Osorio: How to Use Customer Reviews to Guide Your Business Strategy Did you know that you can use customer reviews to improve your product? Reviews give a great deal of consumer data that you can use to improve communication or product to fulfill customer needs. In this episode of the Page One Podcast, Luke Peters speaks with Patricia Osorio, the cofounder of Birdie. Birdie is a SaaS company with a powerful AI platform that captures customer feedback from multiple sources. She is also the co-founder of GVAngels, an angel investor group that invested more than $5 million in several startups, and an active angel investor. Patricia has a background experience with Marketing, Product Management, and Business Development. Listen in to learn how customer reviews can help you understand the improvements needed in your business. You will also learn why you should first understand consumer problems when dealing with negative reviews before taking major actions. Key Takeaways: The importance of consumer reviews in encouraging validation economy and collecting consumer behavior data. Understanding the consumer data you can get or not get from consumer reviews. How to monitor, moderate, and reply to customer reviews through a system of engagement. Episode Timeline: [2:46] Patricia explains how Birdie helps companies understand their customers’ needs in a constant and deep way. [3:49] How Birdie focuses on getting feedback where conversations about a brand’s product are happening online. [5:20] She talks about her education and entrepreneurial background plus how Birdie was started. [7:02] She describes Birdie’s key metrics that include a healthy pipeline for revenue generation and ensuring proper product engagement. [9:49] Why consumers require reviews before buying and the importance of reviews for a company. [11:25] Patricia mentions some interesting sources where consumers are having conversations that are beneficial for your product. [14:14] She describes some of the things your brand can do to improve your customer reviews. [16:23] She mentions some interesting insights Birdie’s customers were able to pull out of their campaigns. [19:27] The type of data you can’t get from consumer reviews and need to combine other strategies. [21:42] Why you should first try to understand customer problems before acting on a negative review. [25:04] The three-step process you need to follow to measure KPIs and take action to improve customer reviews. [29:41] Patricia explains the opportunities they had with their first customer. [32:02] How to approach hiring talent by showing them your vision and dreams so they can help you get there. [35:21] The importance of focusing on one thing at a time as an entrepreneur to get the chance to grow. Quotes: “If you look at every opportunity at once, you will never get to the first place that you planned to get.”- Patricia [35:45]
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How to Develop an MVP and Raise Capital for a Startup- Lauren Picasso Ep82
02/12/2021
How to Develop an MVP and Raise Capital for a Startup- Lauren Picasso Ep82
Lauren Picasso: How to Develop an MVP and Raise Capital for a Startup Thinking of launching a new product into the market? How about formulating an MVP to first test the market? This not only ensures feedback for your product before launching but also helps you understand what to invest in the business. In this episode of the Page One Podcast, Luke Peters speaks with Lauren Picasso, the CEO, and founder of Cure Hydration, an electrolyte beverage that comes in powder form. She has a background in e-commerce and marketing, having worked in startups like Jet.com. Listen in to learn the importance of raising capital for your startup at the right time. You will also learn the process of formulating and developing an MVP to experiment with your product before launching. Key Takeaways: The importance of sharpening your skills in business before starting one. The value of having in your team when starting out, someone who’s already done it before. Why you should prioritize hiring for the roles where you have the least experience. How to create value for a startup and waiting for the appropriate time to raise money. Episode Timeline: [2:08] She explains what Cure Hydration is which is an organic electrolyte mix for oral hydration. [5:04] She explains how they’re using the LTV metric as the core KPI driver at Cure Hydration. [7:25] She talks about her background in e-commerce and marketing in retail background. [8:47] The Grassroot marketing they did when they first started and are continuing to do for their product. [11:12] Why she started Cure Hydration which is an effective product for active people. [12:49] The process that Lauren used to formulate and develop an MVP. [18:07] How they bootstrapped the Cure Hydration brand before launching a pilot based on feedback and engaging investors. [20:38] Lauren describes the titles of the team that forms Cure Hydration and the roles they each perform. [22:24] How they’re differentiating themselves by being the only organic product in their category, plus their initial sales strategy before approaching retailers. [24:38] How investors cared about profitability and cash efficiency during the pandemic. [27:54] Lauren advises founders to have a mindset of experimentation and creativity. [29:07] She explains how she was inspired by her father’s entrepreneurial spirit. [30:41] What Lauren looks for in an entrepreneur before investing. Quotes: “What makes really a good entrepreneur is resilience, being able to handle rejection, and believes in their ideas.”- Lauren [30:56]
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4 Common Marketing Mistakes – Brad Horowitz EP81
02/05/2021
4 Common Marketing Mistakes – Brad Horowitz EP81
Brad Horowitz: How to Approach the Marketing of Your Business in 2021 What does your marketing strategy for 2021 look like? Are you utilizing all the available avenues to get your brand out there without breaking the bank? There are many ways you can reach your target customer and make sales like using social media and leveraging relationships without breaking the bank. In this episode of the Page One Podcast, Luke Peters speaks with Brad Horowitz, the CEO at Elite Marketing Group. He is a seasoned marketing leader, consultant, and speaker who is focused on delivering results-driven strategies to his clients. Listen in to learn the importance of measuring marketing metrics and the pitfalls you should avoid falling into when doing so. You will also learn the importance of outsourcing for a consultant to help you with your marketing strategy if you feel overwhelmed. Key Takeaways: How to leverage relationships to do affordable and effective marketing. How to measure your marketing objectives in both tangible and intangible ways. The importance of hiring a part-time expert to help your business with its marketing strategy on a budget. Learning how to stand out from the clutter on social media and digital media space to benefit from it. The value of engaging with your customers on social media or live as opposed to just marketing to them. Episode Timeline: [2:10] Brad explains what they do which is marketing brands, products, and services at events. [3:37] He talks about the types of companies they work with, which is a mix of both startups and large companies. [4:32] The types of marketing they do in addition to event marketing for companies. [7:01] Ways you can facilitate further purchasing after the type of marketing you’re engaging in. [8:36] Brad explains how to measure the outcome of any marketing efforts made by a brand or product. [11:16] The four common mistakes that businesses make when executing their marketing strategy. [13:09] Why you should be budgeting higher for your marketing strategy at its initial stages and make sure it delivering. [15:42] Why you shouldn’t focus on short-term tangible marketing when targeting the first-time sale. [17:59] How to utilize all available avenues to help with your marketing strategy as well as being the advocate of your business. [20:50] How to approach outsourcing for a part-time VP consultant to help you with your marketing strategy. [23:23] Brad explains some of the places you can get freelance/ part-time experts to assist you. [25:12] The digital trends that are going to shape businesses in 2021 and beyond. [28:00] The marketing lessons that Brad has learned in his marketing career. [31:06] Brad talks about a successful event they conducted for Nickelodeon that prompted immediate results.
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How to Build, Scale, And Sell Your Business- Chris Giles Ep80
01/29/2021
How to Build, Scale, And Sell Your Business- Chris Giles Ep80
How to Start, Scale, And Sell Your Business What defines an entrepreneur who is able to start, scale, and sell an extremely successful business? Business development requires more than just a strategy; it requires a good plan, a good team, and sufficient financials. In this episode of the Page One Podcast, Luke Peters speaks with Chris Gules, a veteran entrepreneur and sales expert with multiple successful ventures. He has done it all from how to start, scale, and sell your business. He grew up as a leader in an entrepreneurial environment and used his skills to build multiple companies while maintaining a social conscious to help others. He explains how after scaling and selling a high-performing business, he is now focused on helping other entrepreneurs walk the same path. Listen in to learn how trust and communication between you, the business owner, and your employees affects your business positively. You will also learn about the power of using technology as a tool to help work on your business. Key Takeaways: How to use technology to create a business system that is based on bettering customer service and experience. The importance of effective message communication within a business to move forward faster. The value of investing in technology as an essential tool to scale your business. Understanding the factors that define the multipliers that make your business sellable. Episode Timeline: [1:45] Chris narrates his entrepreneurial journey that started at a young age before he started growing and selling companies. [4:00] He explains how he started a business with a plan of selling it and worked towards ensuring its success long after he exited. [5:37] How he utilized his ability to start and scale a business before selling to his advantage of financial freedom and early retirement. [7:06] How his former company used technology to better transportation logistics. [13:02] How to start and scale a business with the right plan, team, and financials if you want to sell it later. [16:25] How Chris helps business owners realize what their maximum gains can be on scaling their businesses in all aspects before they can sell it. [18:44] The business development strategy that he uses to help business owners work on their businesses. [20:49] The importance of communication and trust between the business owner and employees to help move the business forward. [26:15] How to utilize the appropriate technology to help scale your business exponentially. [32:53] Chris explains the factors you should put in place before selling your business, plus how he sold his business with a nine PowerPoint slides presentation. [40:20] He shares why Carpe diem is his living philosophy. [42:36] Why a portion of your proceeds and energy as an entrepreneur should go to charity. Quotes: "Not how much I sell, but how much I make.”- Chris [14:39]
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How Malcolm Fontier learned from a failed business to build a brand focused business – Malcom Fontier Ep79
01/22/2021
How Malcolm Fontier learned from a failed business to build a brand focused business – Malcom Fontier Ep79
Why You Should Build A Business Around Your Passions Thinking of starting a business, how about starting one that aligns with your passion? The truth is that you’re more likely to succeed in what you enjoy doing than in something you don’t. In this episode of the Page One Podcast, Luke Peters speaks with Malcolm Fontier, an industrial designer environmentalist and the founder of Pakt & SeaHive. Pakt creates thoughtfully designed and responsibly sourced travel accessories, while SeaHive helps prevent plastic waste from entering the oceans. Malcolm explains the lessons he learned from a failed business and then designed a business built around his passions. Listen in to learn the importance of a work-life balance to ensure you remain efficient and productive in both areas. You will also learn why having fewer options in your business will make it easier for you to operate it successfully. Key Takeaways: The importance of developing a work-life balance to ensure efficiency and forward progress. Understanding how having fewer options in your business make running things easier and efficient. How to create a brand that is more human and is focused on creating great relations with its customers. The power of optimizing and delegating to be productive, not just busy. Episode Timeline: [1:46] Malcolm explains the travel products his business produces, plus the direct-to-consumer business strategy they use. [4:16] He describes his small team and the tech tools they utilize to run the business. [6:10] How they give priority to profit margins, sales margins, and producing quality products as their three main KPIs. [9:00] Malcolm narrates what led to the failure of his first business and how it contributed to him venturing into sustainable travel bag production. [14:58] How Malcolm balances his work and life by giving his all to both. [17:18] Why he doesn’t think of his business as a lifestyle business but as something they can build and hopefully sell in the future. [19:37] Malcolm explains the few options that have made business operations easier for him. [21:59] How to establish a community of customers around good and long-term relationships. [26:18] He explains why they focus on being profitable on the first order and breaks down the conversion rate of their products. [30:59] Why you should pursue a business that aligns with your passion, plus work smart to free up your time. Quotes: “Whatever business you’re going to pursue, make sure that the core business activity aligns you’re your strengths and interests.”- Malcolm [31:01]
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The Digital Content Marketing Strategy Playbook with Bernard Huang EP78
01/15/2021
The Digital Content Marketing Strategy Playbook with Bernard Huang EP78
How to Write Dominating SEO Ranking Content + How to Successfully Bootstrap Your Business SEO has for a long time been a defining factor when it comes to content marketing for brands. It is crucial for ranking on that coveted first page of Google search results. But what if you’re doing it wrong by thinking it will do it all to market your brand? In this episode of the Page One Podcast, Luke Peters speaks with Bernard Huang, the co-founder at Clearscope. Clearscope is an AI-powered platform that helps brands create higher quality content and drive more organic traffic. He explains the importance of creating highly relevant content that targets the right audience on specific platforms. Listen in to learn why Google is set on promoting user intent and converting content rather than clickable content. You will also learn about the difference between bootstrapping your business and taking on an investor. Key Takeaways: Factors to consider when thinking SEO for your product that goes beyond the content you put out. Understanding Google’s future SEO strategy that will highly depend on user experience and results. How to overcome the competitive barrier by choosing an underserved niche that is SEO focused. How to successfully bootstrap your business rather than take on investors. Episode Timeline: [1:43] Bernard explains how Clearscope helps check if your content has accurately covered the subject matter. [4:34] How to align your content with user intent and Google to have higher chances of ranking on the first page. [7:16] Why content won’t do it all to help rank your product in search. [10:23] The factors to put into consideration when creating content for your brand, especially in its early stage. [14:49] Understanding the mistakes you should avoid when creating content for your brand. [18:54] Bernard explains what Google’s present and future look like for SEO and content searchability. [27:35] He narrates a story of one of his clients who successfully chose a less competitive niche to market his brand through content. [32:23] Bernard’s advice of whether to bootstrap or take on investment when looking to grow your business. Quotes: “The difference between bootstrapping and taking on investors is your own awareness of what kind of company you want to build, and why you want to build it that way.”- Bernard [37:57]
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Moving your Product Manufacturing to Mexico – BRH2 Plastics – Ryan Fernandez EP77
01/08/2021
Moving your Product Manufacturing to Mexico – BRH2 Plastics – Ryan Fernandez EP77
All You Need to Know About Manufacturing in Mexico and Its Logistics Think about all the manufacturing logistics and production processes moved from China to somewhere closer to home. Doesn’t it sound fantastic and much easier to have production costs and time reduced significantly if everything was moved to Mexico? Yes, Mexico! In this episode of the Page One Podcast, Luke Peters interviews Ryan Fernandez, the CEO and co-founder of BRH2 Plastics, a plastics injection molding factory based in Hermosillo, Mexico. He was the CEO and Co-Founder of Boon and Keen Distribution, now referred to as BKD – a subsidiary of Tomy, following the full asset sale to Tomy Inc., a publicly-traded company in Japan in August of 2011. He shares a detailed description of what it means to manufacture from Mexico and how it has significantly made things easier for them at BRH2 Plastics. Listen in to learn how a business-based relationship between the US and Mexico could mutually benefit the two neighbors solving many of their differences. You will also learn the importance of creating a management style that focuses on people’s growth without also delegating excess authority. Key Takeaways: The importance of building relationships that will help make things easier when buying or setting a factory outside of the US. How to create a style of management that cares for its people and their growth within an organization. How manufacturing in Mexico has made things easier in production, time, and cost compared to China. Finding out how to partner with shipping companies with much better rates than small business rates. How not to give a sense of authority to people beyond what their sense of authority should be as a leader lest it backfires. Episode Timeline: [2:46] Ryan explains how he and his team brainstormed to make manufacturing less painful by doing it closer to home. [6:16] The logistics that were involved to make setting a factory in Mexico possible- from relationships to money. [8:45] He explains the time it took them to start manufacturing and the types of products they manufacture. [13:03] How Ryan handles financial strategies as his partner Hector handles the day-to-day operations on the ground. [15:01] He explains how they’re working towards improving the management style to be about the people. [18:58] How the supply chain is changing from China and China plus one; to a possibility of completely replacing China. [20:46] The advantages of manufacturing in Mexico over China in terms of time and cost. [22:45] He explains how they handle the production process plus the production model they follow from when the order is made until its delivered. [30:38] Learning how to properly handle shipping and getting better margins from shipping companies. [33:32] The importance of a business analyst in analyzing the product trends and recognizing what is of importance in your business. [37:16] Ryan describes what he believes were his biggest mistakes in business. Quotes: “The art of delegation is vital and the art of me having people feel fantastic inside the organization, but I’ve learned that you can take that too far.”- Ryan [38:59]
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Launching a DTC Digitally Native Brand from Scratch – Gekks - Christian and Justin Arquilla Ep76
01/01/2021
Launching a DTC Digitally Native Brand from Scratch – Gekks - Christian and Justin Arquilla Ep76
The Advantages of a Direct-To-Consumer Marketing and Selling Approach for Small Brands How can you scale your business with a solely direct-to-consumer approach? Having a unique product that has a competitive advantage coupled with an excellent online and offline marketing strategy is what will help you scale without involving a third party. In this episode of the Page One Podcast, Luke Peters interviews brothers Justin and Christian Arquilla, the co-founders of Gekks brand. Gekks is a growing brand of patented low profile no smell socks. Justin is an entrepreneur, husband, and father of three with a finance background. Christian has a background in private equity and restructuring consulting, he’s a dad of three under 4-year old’s, and a husband. They talk about the idea of starting Gekks and the strategies they’ve put in place in each of their roles to establish a strong brand that is Gekks. Listen in to learn why raising capital before scaling a business is a much better strategy than doing it after. You will also learn the power of a direct-to-consumer approach to help engage your customers and potential customers. Key Takeaways: How selling directly to consumers without third parties helps with direct contact with them and remarketing campaigns. The importance of engaging potential customers to help get your business out there and make sales. The importance of establishing a direct-to-customer channel where you can track sales. The advantages of using an internal marketing team over an agency. Episode Timeline: [2:00] They explain what Gekks socks are all about. [3:44] Christian explains his role in sales and Justin’s operational role, plus the team that makes up Gekks. [4:46] How they solely handle their fulfillment and shipment on all their orders saving thousands of dollars a year. [7:59] The inexpensive ERP systems they use to handle the business side of things. [9:11] Why Gekks is currently not relying on Amazon and is still making huge sales online. [11:19] They explain the problem they’re having with the reorder rate and how they’re trying to solve it. [14:37] Where the idea for the no smell Gekks socks came from, plus how their sales shifted from mainly male in 2017 to now making more sales from female customers. [18:32] The three things you need to implement for your business to succeed in this day and age. [21:11] The challenges of getting impressions on social media and Google ads over the last few years. [25:21] How to use engaging branded surveys as a way to attribute sales from the customers. [30:58] They explain how they have built an internal marketing and advertising team that outperforms any of the agencies they have used before. [33:04] The mix of suppliers nationally and internationally that Gekks uses. [36:03] How to approach direct to consumer and third-party selling in 2021 as a new brand owner. [38:29] Christian explains why not raising money at the beginning of their business was the biggest mistake they made. [40:08] The advantage of raising capital before scaling a business over doing it after you’ve already started scaling it. Quotes: “If your product isn’t amazing and doesn’t have a competitive advantage, people aren’t going to come back.”- Christian [39:34]
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Sales Team Management Secrets and Leadership Lessons – Bridget Lasda EP75
12/25/2020
Sales Team Management Secrets and Leadership Lessons – Bridget Lasda EP75
How to Drive for Sales Teams’ Accountability and Distributor Sales with Bridget Lasada How are you driving for good sales leadership and accountability in your company? A great sales team is able to account for their progress and challenges with each other. In this episode of the Page One Podcast, Luke Peters interviews Bridget McCarthy Lasda, the Chief Customer Officer of King Juice Company- the owner of Calypso brand of lemonades, limeades, and teas. She’s a knowledgeable executive with a demonstrated history of working in the food and beverage industry and brings 18 years of experience to her current role. She talks about her tremendous experience having worked with big companies like Coca Cola and Heineken sales teams. Listen in to learn the importance of delegating tasks and giving people opportunities to do a great job as a sales leader. You will also learn why a small company like Calypso finds it advantageous to work directly with distributors over retailers. Episode Timeline: Creating sales teams’ accountability tools to share their progress and the challenges they’re facing. The importance of delegating tasks as a good sales leader and giving people opportunities to do the job. The difference between working with a big company and a small company’s sales team. The infrastructure benefits of distributors over retailers for a small sales team. Quotes: “For your sales team to grow sales, then you have to show that accountability and you have to be relentless on that follow-up and holding people accountable.”-Bridget [17:42]
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The Amazon Recipe for Business Growth - Jamin Arvig Ep 74
12/18/2020
The Amazon Recipe for Business Growth - Jamin Arvig Ep 74
Understanding How to Sell and Succeed on Amazon with Jamin Arvig What does your performance on Amazon and other marketplaces look like? It is crucial for your business to be on the best fulfillment methods through a well-thought-out strategy for you to be successful in selling your products online. In this episode of the Page One Podcast, Luke Peters speaks with Jamin Arvig, a thought leader in the world of Amazon who has spoken on Amazon topics at many industry conferences. He is the chairman of the YPO Amazon Group and is one of four co-founders of OnlineMerchantsGuild.com, which is a trade association that represents sellers and vendors on Amazon. He’s the co-founder of AI commerce which powers profitable growth for manufacturers brands, large resellers that are trying to own the online channel before they’re disrupted. Jamin also founded US Waters Filters, the leading online source for water and air filtration products. Listen in to hear as Jamin explains the different sales options that exist in marketplaces and their distinct shipping options. You will also learn how the Amazon algorithm works and the efforts you can make to drive traffic towards your products. Key Takeaways: The benefits of using FBM selling and shipping options over Amazon. The importance of getting the Amazon prime badge to help boost your traffic and sales as a 1P vendor. The benefits of establishing and improving the product, marketing, and fulfilling differentiators to keep winning on Amazon. Episode Timeline: [2:11] Jamin describes the capabilities he provides to succeed on marketplaces like Amazon in the US and abroad. [4:19] Understanding the difference between 1P and 3P and FBA and FBM and how they all play together in marketplaces. [9:15] Why Amazon is the best option for selling and shipping small and light products considering their next day service. [14:58] Factors to consider when choosing either 1P and or 3P selling and shipping options. [19:47] How the Amazon system works to drive traffic to 1P and 3P vendors. [25:05] Why Amazon isn’t likely to give ground in the next five years. [29:11] The Amazon ‘recipe’ to success through smart cost lowering and advertising. [33:39] Jamin explains important marketing differentiators that you can apply to drive traffic to your product on Amazon. [36:35] The challenges of having a prime badge that makes a seller fulfilled prime account beneficial. Quotes: “There are ways to drive traffic with the content and there are ways to drive conversion rate depending on how the content is written.”- Jamin [35:07]
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The 4Cs Of Influencer Marketing Strategy for Brand Building -Patrick Lynch Ep73
12/11/2020
The 4Cs Of Influencer Marketing Strategy for Brand Building -Patrick Lynch Ep73
How to Utilize the 4Cs Influencer Marketing Strategy to Create Winning Campaigns for Your Brand with Patrick Lynch How well are you utilizing influencer marketing to market your brand? Influencer marketing has proved to be very effective in giving results over the last few years and is budget-friendly compared to traditional marketing. In this episode of the Page One Podcast, Luke Peters speaks with Patrick Lynch, a professor of analytics and leadership for industry 4.0 at the Thunderbird school for global management including how technology and analytics impact customer behavior and brands. He was previously a research fellow in Accenture Think Tank, the institute for strategic change where he pioneered methods for measuring shopper attitudes and behaviors. Listen in to learn how influencer marketing can help you create very targeted and customized marketing campaigns. You will also learn how shopper behaviors and patterns over the pandemic changed and how small to medium brands are taking advantage of that to get out there. Key Takeaways: How to measure campaign results with types of engagement and evidence instead of ROI. How to create co-operative relationships with influencers to do things you can’t do. Why people tend to trust third parties talking about a product more than the brand doing it themselves. The 4Cs to look for when considering influencer marketing for your brand. How the pandemic changed shopper behaviors and patterns plus how brands changed to adjust to consumer needs. Episode Timeline: [4:56] The importance of influencer marketing as a part of a business’s promotional mix. [6:50] How to take advantage of human visual-context to use imagery when marketing on a social media platform. [9:51] Creating effective social media campaigns by use of relatable images and attracting the right attention. [13:21] Patrick explains new ways you can measure things and think about metrics. [18:24] How to have evergreen marketing materials that are customizable to your audience to create a winning campaign. [22:19] The advantage of using influencer marketing to create clear, clean, concise, and captivating campaigns as opposed to using traditional marketing agencies. [25:56] He explains the upsides and downsides of using influencer marketing and digital marketing agency. [30:40] How to get started in influencer marketing by utilizing yourself or employees to create authentic marketing materials. [34:28] Patrick talks about the shoppers’ survey results he and his team conducted during COVID. [38:20] How small and medium brands changed what they were doing to match consumer needs during the pandemic. [42:29] The importance of having a comprehensive on-me channel strategy to drive customers off the market place to your curated store. Quotes: “Measurement is the only true change catalyst and attention is the only true value indicator.”- Patrick Lynch [30:51]
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How a passion for cooking became the Abbio Cookware D2C Brand - Jonathan Wahl EP72
12/04/2020
How a passion for cooking became the Abbio Cookware D2C Brand - Jonathan Wahl EP72
Affordable professional-grade cookware – with Jonathan Wahl Episode Summary Do you have a passion for home cooking but can’t afford high-quality equipment? With Abbio, you can take your home cooking to the next level without breaking the bank. In this episode of the Page One Podcast, Luke Peters speaks with Jonathan Wahl about cookware, how he has managed to set his business apart from others, and running a successful Direct-to-Consumer business remotely. Jonathan is the founder and CEO of Abbio, a direct-to-consumer kitchenware brand. The business stems from his lifelong passion for home-cooking and the frustration of not being able to find high-quality, high-value cookware. Their mission is to inspire home-cooks by providing affordable high-grade kitchenware, recipes, and educational tools. Listen in to learn the importance of having a good team, how to plan a successful product launch, and how to leverage influencer marketing. Key Takeaways • Why having a larger cookware set doesn’t necessarily mean you’ll be more successful. • The importance of having a good team. • Understanding business systems for running a successful business remotely. • Understanding some of the important KPIs to track. • Understanding influencer marketing and managing engagements. Episode Timeline • [02:28] Jonathan tells us about “the set”, and how they’ve constructed their products to ensure durability and affordability. • [03:17] Jonathan talks about his team, distribution, and how he’s managing his business remotely. • [04:45] The three KPIs that are the most important to Jonathan and his business. • [06:35] Jonathan shares which business systems he uses to run the business remotely. • [07:43] Why Jonathan got in to kitchenware. • [09:53] Jonathan elaborates on where they do their sourcing and production. • [10:58] Jonathan explains why he decided to bypass Amazon and go Direct-to- Consumer. • [14:07] Jonathan’s strategy on launching products. • [16:33] How they’re doing influencer marketing, finding influencers, and managing engagements. • [19:22] The steps for a successful product launch. • [23:31] Building a remote team to be successful. • [26:31] Jonathan gives his views on the different variations of non-stick pans and the health safety of their non-stick pans. • [29:02] How their non-stick pans were constructed to facilitate food searing. • [31:06] Their biggest win this year, and the lessons they learned. Quotes “It’s making sure that you come into the market with an incredible product and then getting feedback from your customers validating that it is, in fact, an incredible product.” – Jonathan Wahl
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From Single Mom to Building Massive Growth with Packit Freezable Lunch Bags – Melissa Kieling EP71
11/27/2020
From Single Mom to Building Massive Growth with Packit Freezable Lunch Bags – Melissa Kieling EP71
How to Build a Strong Brand Awareness and Effective Company Culture- With PackIt CEO Melissa Kieling What is more important for a new brand; massive revenue or brand recognition? Brand recognition goes a long way especially for a product-based company with an original product that’s looking to be noticed by retailers. In this episode of the Page One Podcast, Luke Peters speaks with Melissa Kieing, who is the CEO and founder of PackIt. PackIt is the world’s original freezable lunch bag that grew to become a household name. Melissa came from a humble beginning as a struggling single mom to a CEO of the number one fastest-growing women-owned business in Inc. 500 2014. She explains how she utilized the main stream media to create awareness and recognition around her brand for 2 years straight before she got a retailer. Listen in to learn why it is important to have an entrepreneurial drive and passion to grow your business since it doesn’t feel like work. You will also learn how you can create a strong and effective company culture that involves employees as a huge part of the company. Key Takeaways: Embracing an entrepreneurship spirit with employees and giving each team member the responsibility of managing their workload. The importance of having entrepreneurial drive to enable you to scale your business amid many responsibilities. How to be comfortable with taking chances and educating yourself to make the right decisions for your business. How to build a brand through media to get the attention of consumers and retailers. The power of an effective company culture that involves employees and making them part and parcel of the day to day operations. Episode Timeline: [2:04] Melissa explains how she founded her product- freezable lunch bag- as she was struggling to pack her children healthy food plus where they’re distributed across the US and internationally. [3:42] She describes their team; how they operate with an entrepreneurial spirit, their operational model, and manufacturing in China. [6:20] How they keep in track with the profitable and nonprofitable sales opportunities. [7:57] Melissa explains how she was driven by a passion to keep her business soaring even with the responsibility of being a single mom. [9:58] She praises the woman who has been assisting her all these years and explains how she has contributed to her success. [11:04] How she learned to be confident as a businesswoman by picking herself and learning from her experiences, not a set roadmap. [13:32] The importance of seeking help and asking silly questions especially for women business owners. [14:43] The struggles she went through when pitching to many retailers when she first began and how they used the media to get to the consumer. [2:18] Why she took on a financial partner to help deal with the massive demand and growth. [24:07] How and why they transitioned from a retail business to a wholesale business. [25:20] She describes the company culture they have at PackIt that gives employees an excellent work environment and allows them to be part of all company’s operations. [28:33] She talks about the product they’re developing working with the eCommerce grocery delivery companies to expand their reach in a renewable and sustainable manner. Quotes: “Once you humble yourself and realize that you can make it happen, you can create your own path.”- Melissa [12:36]
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The Art of Social Media Influencer Marketing- Justin Blaney Ep70
11/20/2020
The Art of Social Media Influencer Marketing- Justin Blaney Ep70
Perfecting the Art of Influencer Marketing- Justin Blaney Thinking of using social media to market your brand, how about influencer marketing? Influencer marketing is a fairly new industry yet ever-changing and important for getting your brand out there in front of thousands of potential customers. In this episode of the Page One Podcast, Luke Peters speaks with Justin Blaney about how businesses can approach and utilize influencer marketing as a form of advertising their products. Justin is a speaker, entrepreneur, and bestselling author of 15 books. He’s also a professor at the University of Washington and is followed by a million people on Facebook/ Instagram. Listen in to learn how to approach influencers on social media to market your product. You will also learn the ways you can track your progress and why your marketing campaign will only be successful if you delegate it to people who get social media. Key Takeaways: The power of delegating tasks in helping you keep track of things and details. How to track metrics when using influencer marketing to understand your progress and improve where you can. The magic of creating viral content that happens through online sharing. The importance of creating authentic long-term relationships with influencers on social media. Episode Timeline: [2:07] Justin talks about the course he created at the University of Washington called ‘influencer marketing’ and other phases of his career which include being an author. [4:22] The integrated parts of Justin’s life and how he found a system of hiring good people that help him keep a system. [6:26] How COVID-19 has unpredictably changed his life both positively and negatively. [9:25] How to get started in influencer marketing as a business by learning how to delegate it to someone who already knows about social media. [14:49] How to have a tracking metric when using influencer marketing for your business to know whether it’s working or not. [19:05] He explains how sharing is everything- the science behind it and how content can become viral. [25:40] How to approach influencer marketing and develop authentic long-term relationships as a brand with influencers. [31:03] Justin mentions the best social media platforms to advertise on for B2C and B2B businesses. [32:40] The tools to use to find influencers online and how to approach them. [37:12] YouTube versus Instagram- why none is better than the other and it all depends on the product and the approach. Quotes: “Social media is still about authentic relationships, including the relationship between influencers and the brand- that needs to be authentic too.”- Justin [28:50]
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Buy, Don’t Build A Company- With Serial Entrepreneur - Roland Frasier Ep69
11/13/2020
Buy, Don’t Build A Company- With Serial Entrepreneur - Roland Frasier Ep69
Buy, Don’t Build A Company- With Serial Entrepreneur Roland Frasier Are you thinking of selling your business or maybe buying a business to expand your investment portfolio? You can do so on the sidelines coaching the management team with strategy and still scale higher with the businesses In this episode of the Page One Podcast, Luke Peters speaks with Roland Frasier about company acquisitions strategies and how he manages to be a serial entrepreneur investing in multiple businesses. Roland is co-founder and/or principal of 5 different Inc. Magazine fastest-growing companies. He’s a serial entrepreneur who has grown 24 businesses with adjusted sales ranging from $3 million to under $4 billion. He is the current CEO of All Channels Media, LLC, and principal in Scalable.co, DigitalMarketer.com, Traffic & Conversion Summit, and more. Listen in to learn the seven major categories you can approach the acquisition of both companies and assets. You will also learn the importance of strategy over technical skills in the success of a business. Key Takeaways: Understanding the system to follow when looking to acquire assets or a company and identifying their existing benefits. Understanding why business owners stay after selling control of their businesses and why you should stay after selling the majority of your business. Why you need to only be good at strategy and not the technical skills to be successful in business. The strategy of buying and selling businesses by not working in or out of them but above them. The importance of understanding part of business operations to be a good investor. Episode Timeline: [3:12] Roland describes how he works toward being his own investment banker and private equity firm plus working as a coach to CEO in companies he invests in. [5:18] He explains why it is better to buy than start a company to avoid the failure rate that exists while starting a company. [7:27] The seven major categories of assets and companies and how to approach each when looking to acquire. [12:53] Roland explains the types of businesses he invests in and those he stays away from. [17:09] The nine different ways you can run your business passively- handing management over to others. [22:21] Why Roland describes strategy as the most important skill that anyone needs to be successful in business. [24:08] The strategy that Roland and his partners use by investing in a competent and temporary team to help get a newly acquired company on track before they leave. [27:36] The KPIs that Roland and his team look at quarterly through dynamic goals. [32:54] Roland explains why he’s not a passive real estate investor or business owner but rather the businesses occupying a portfolio slot in his overall investment portfolio. Quotes: “If I could only pick one skill to have to be successful in business, it would be to be good at strategy because those technical skills are hirable.”- Roland [23:19]
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Building Your Own Global Company After 22 Years As An Executive – Bill Endres Ep68
11/06/2020
Building Your Own Global Company After 22 Years As An Executive – Bill Endres Ep68
How Select Brands Licenses Products with Prestigious Brands Plus the eCommerce Space After COVID-19 Do you want your product to be recognized and be competitive in the market after licensing? Then think of brands that will bring value and prestige to your product, not just any name. In this episode of the Page One Podcast, Luke Peters speaks with Bill Endres, the owner of Select Brands. Bill decided to leave a career at the executive level after 22 years and now develops private label and licensed products selling to some of the largest mass retailers in the world. He also conducts business with his two sons each contributing differently within the company. Listen in to learn how the pandemic has unleashed benefits for some industries in the areas of eCommerce and the direct-to-consumer market. You will also hear how companies like Select Brands are going about finding and utilizing manufacturers outside of China. Key Takeaways: How they utilize each employee’s capabilities from the US to China through collaborations. How the pandemic has positively impacted eCommerce in certain industries. The importance of collaborating with brands that bring value and prestige to your product and not just a name. The benefits of focusing on what you’re good at as a company and not trying to be everything to everyone. Episode Timeline: [1:55] Bill explains the products they develop- kitchen appliances and other products they do private labeling and licensed brands. [3:14] The unexpected demand they saw during the Coronavirus pandemic after eCommerce took off. [5:00] Bill explains the COVID-19 measures they still have in place to combat the virus. [7:05] He explains how they found manufacturers outside China and the time challenges they’ve had due to the production complexities of their products. [9:28] He explains the size of Select Brands as an international company and the unique operational strategies they use. [10:55] How they all collaborate to complete a project and the complex process of manufacturing that takes a year. [14:59] How eCommerce and direct to consumer model has created opportunities for Select Brands to offer new concepts to consumers. [17:47] Bill explains how and why they moved from the executive level and started developing their own products. [21:00] He narrates how he found funding to put Select Brands up and running. [25:09] Bill describes the licensing process and the lessons he learned in investing his product with valuable brands. [29:57] The lessons Bill learned from his father about business and the roles his two sons contribute to the company. [34:10] Learning not to be everything to everyone and rather concentrating on one product you’re good at as a company. Quotes: “It’s not just putting a name on a product; it’s having a name go on a product that people can recognize that what the value and the utility is and what prestige that brand brings to that product.”- Bill [25:47]
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Stock Market Analysis – Before And After The 2020 Election - Bryan Piskorowski Ep67
10/30/2020
Stock Market Analysis – Before And After The 2020 Election - Bryan Piskorowski Ep67
The Investment Market Status in 2020- with Bryan Piskorowski It is evident that 2020 has been a hard year for not only the US economy but also the global economy and many sectors have shifted in one way or the other. It is important to note that the current inflation no matter how small has had either long-term or short-term impacts on your investment portfolio. In this episode of the Page One Podcast, Luke Peters speaks with Bryan Piskorowski on the current investment market and the state of the economy. Bryan is the Managing Director, Head of Advice and Investment Guidance at Wells Fargo Asset Management. He is an accomplished wealth management executive with a proven track record of redefining advice delivery and portfolio implementation. Listen in to learn what you need to know before investing in bonds in the current economic climate. You will also learn the importance of having an asset manager to help manage your portfolio and save you from emotional breakdown especially now during these unstable economic times. Key Takeaways: Why there’s no chance of hyperinflation due to the 2020 pandemic due to lack of rush in the growth of resources. How to be creative when investing in bonds to continually make money in the current economic climate. How COVID-19 has changed different sectors’ performance in the last 12 months and how people are now doing business. Episode Timeline: [1:44] Bryan describes his career for the last 25 years understanding clients’ needs and building new investment products at Wells Fargo Asset Management. [5:05] He explains the chances of inflation that exist in our economy in 2020 and 2021. [11:36] Why lack of stimulus packages won’t bring the economy down but will impact equity prices and the evaluation of equity risk. [16:24] The importance of having liquidity and short-term credit risk to get past the current inflation in your business. [19:30] Bryan explains the risks and advantages of investing in bonds in the current economic climate. [26:09] The potential of having gold as a way to diversify your investment portfolio. [29:42] How the unnatural buyers were brought out of the dollar market and the state of the USD currency. [34:10] The impact of COVID-19 in different industries plus the favorable and unfavorable areas to invest in. [43:08] The volatility of the 2020 market and how to remain optimistic by having an advisor to help manage your portfolio. [47:10] How to use your past successes and lessons to navigate your future. Quotes: “If you know your history, you’ll have a much better chance of being able to navigate the future.” [49:30]
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How to Build A D2C Website business that works - Kevin Urrutia Ep66
10/23/2020
How to Build A D2C Website business that works - Kevin Urrutia Ep66
How to Make Sales on Your Website and Social Media Your business is currently doing well in sales on Amazon and other places like that, but your website isn’t making any sales, and you’re looking for ways you can improve it to start making those sales, right? Well, you will need a well-thought-out recipe to improve your website and possibly a social media campaign to get full benefits. In this episode of the Page One Podcast, Luke Peters speaks with Kevin Urrutia about social media marketing and how to improve a website and start making sales online. Kevin is a serial entrepreneur, build brands across multiple industries where he generated $50 million a year in revenue, a podcast host, and the founder of Voy media. Voy Media is a social media advertising agency that helps brands scale with paid social at record speeds. Listen in to learn the importance of being creative in the social media platform that you advertise on to get the right traffic to your website. You will also learn how hiring great and positive people to be part of your team helps you grow your business. Key Takeaways: How to use creativity in your social media campaign to ensure traffic and sales on your website. The importance of having a profit margin as your measurable value during a social media campaign. Learning the skill of hiring great positive people that help grow your business. Episode Timeline: [1:39] Kevin shares about his book and podcast that are all about digital marketing and spending money online. [3:25] He talks about how Voy media works on the creative side of paid social media advertising for companies. [7:55] The recipe to put in place to start selling on your website. [12:53] Why it is important to be creative on the platform you’re advertising on to get traffic to your website. [18:07] The two crucial people that you need on your team when doing a social media campaign. [20:02] Why your KPI when doing a social media campaign should be about metrics and numbers. [23:15] Why the future of eCommerce is about forming return customers. [25:13] How they’re partnering with influencers to create content for luggage companies to make organic sales. [26:31] How Kevin has learned not to forgo opportunity cost when hiring great people for his team. [27:56] The hiring process that Kevin uses- considering references of the candidate. Quotes: “Truly hiring someone that’s great is really going to help you improve your business.”- Kevin [27:09]
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From Startup to Global Leader - The Legacy Companies – Neal Asbury EP65
10/16/2020
From Startup to Global Leader - The Legacy Companies – Neal Asbury EP65
Entrepreneurship 101: Practical Business Strategies by An Expert Did you know that you can achieve your 10 years of business goals in 6 months through merger and acquisition activities? Interesting, isn’t it? But before buying a business, you have to know how to organically grow it and provide value to shareholders. In this episode of Page One Podcast, Luke Peters speaks with Neal Asbury about his manufacturing and exporting of kitchenware business. Neal is the CEO of the Legacy Companies, a diversified group of businesses engaged in manufacturing and distribution and doing business in over 130 countries. He also hosts a weekly national syndicated radio show called Neal Asbury’s Made in America. Listen in to learn the importance of opening up of foreign markets to the American entrepreneur. You will also learn about the strategies you need to consider if you’re thinking of mergers and acquisition activities. Key Takeaways: How COVID-19 has changed the remote working spectrum presently and the unforeseeable future. How mergers and acquisitions help with faster growth of a business and factors to consider before jumping into it. The importance of having business liquidity and cashflow. Finding a better public company in your area of operation to benchmark against and shoot for what they’re shooting for. The importance of opening up foreign markets to American manufacturers. Episode Timeline: [2:40] Neal describes his background in manufacturing and what the Legacy Companies do as a manufacture and exporter of kitchen appliances sold to the consumers and the commercial market. [4:49] He explains his companies’ experience during the COVID-19 pandemic; remaining open and most employees working remotely. [7:55] How remote working has worked out in the manufacturing industry and its impact on sales. [16:54] He talks about how Legacy Companies was built with 70 percent coming from mergers and acquisition activities and 30 percent from brands and products he created on his own. [23:12] What you need to think about when considering whether or not to do merger and acquisition work as you grow your business organically. [27:23] The simple practices of cash flow and asset management for business owners. [31:31] The smart strategies you need to apply to your business to start making good money and be attractive to investors. [42:04] Neal explains why managing a big company is the same as managing a small company- both managers strive for success. [44:27] He describes why he wrote his book ‘Conscientious Equity’ where he imagined a world where America would compete freely and fairly. [52:56] Why foreign markets need to be opened up to the American manufacturers to sell in the same way foreign manufacturers are selling to the American market. [1:00:56] Why the government needs to show up for entrepreneurs and open up foreign markets in the same way others have access to the American markets. Quotes: “Whenever you’re building a business, you should be thinking about ‘who would be the buyer of this business’ because we’re not going to live forever.”- Neal [31:38]
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Bootstrapping Business | Listening to Customers | Email List Building - Rytis Lauris EP64
10/09/2020
Bootstrapping Business | Listening to Customers | Email List Building - Rytis Lauris EP64
How to Monetize on Consumer Pain Points to Fund Your Business Does the idea of relying on your customers to fund your business seem appealing than relying on investors? This method has existed for a while now, but it is not widely used for it is deemed risky. In this episode of Page One Podcast, Luke Peters speaks with Rytis Lauris about his digital marketing company and how they’ve monetized their customer’s pain points. Rytis is the founder and CEO of Omnisend, a powerful marketing platform that allows brands to do way more than send email blasts. He failed on his first two businesses but then learned to use brutal time prioritization and management in both professional and personal to help manage his international company and turn it into a leading marketing automation platform. Listen in to learn how you can convert your site’s visitor’s into subscribers and eventually to paying customers. You will also learn some tips on how to perfectly manage your professional time while finding personal time to enrich your mind. Key Takeaways: The idea of relying on customer funding rather than investor funding. How to convert your site’s visitors into subscribers and then converting them into buying customers eventually. The golden tips on how to personally and professionally manage your time as a leader. Episode Timeline: [3:52] Rytis defines Omnisend as a retention marketing platform for different channels to communicate with the existing audience. [6:47] The positive and negative effects of Coronavirus on online businesses. [7:48] Rytis describes the Omnisend team, the period they’ve been in business, and working semi-remote before Coronavirus. [10:00] The tools they use to process data and the methodology of using OKRs to set aspirational goals and objectives for the team. [14:38] How to focus on customers and rely on them to fund your business by monetizing on their pain points rather than relying on investors. [17:43] The strategy of marketing at the B to C business level and the eCommerce platform Rytis would recommend. [21:34] Why you don’t need to hire in-house marketing or eCommerce expert. [23:41] How to build a subscriber’s list before converting them into buying customers. [27:57] Rytis shares three ways that he uses to manage both his professional and personal time. [31:10] He talks about his reading habits and some professional books recommendations. Quotes: “If you’re solving problems larger than you charge for your service, someone’s going to pay.”- Rytis Lauris [15:18]
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The American Made Commando Lock Story - Matt Damman - EP63
10/02/2020
The American Made Commando Lock Story - Matt Damman - EP63
Transforming a Distressing Brand to A Successful One How do you take a distressed company and turn it into a profitable successful business? What best strategies should you use when doing a complete restarting and transformation of a brand? Transforming a brand from failure to success requires immense work, strategy, and patience from those who are willing to take the chance. In this episode of Page One Podcast, Luke Peters speaks with Matt Damman about his success in transforming a distressed company and making it successful in a very short amount of time. Matt is the CEO of Commando Lock company in Michigan, a growing manufacture of military-grade padlocks and security systems, and an entrepreneur. He turned the face of Commando Lock. Listen in to learn how Matt transformed Commando Lock into a quality brand that resonates with the people. You will also learn the importance of recognizing and acknowledging operational challenges that will be more apparent after you start making sales. Key Takeaways: How to turn a distressed money-losing company into a profitable business. How to convince investors to take a bet on a highly risky product. Learning how to run a company and handle the division of labor during its initial stages. Episode Timeline [1:59] Matt explains the size of his company and its customer base online and offline. [4:18] Why they’re looking into diversifying their client base and not solely depend on anyone plus how they landed a military deal. [5:54] Matt describes their heavy-duty padlocks, other security product lines, and their future target market. [8:34] He explains how they restarted Commando Lock Company doing things all over again from the start. [13:45] How they pitched to the investors using their world-class product even though it was a risky venture. [17:34] The process they used when relaunching Commando Lock by making the product resonate with the people. [19:53] How to divide the labor at the beginning when you cannot afford to hire experts. [22:14] Learning how to deal with operational challenges that are going to arise when your product becomes successful. [23:26] The process of prototyping that they engaged in before they had a quality finished product within a short period. [30:12] The lessons he borrowed from working in large companies about operating businesses. [33:13] The mistake he made with Commando Lock of using one data point and not doing his due diligence before relaunching. Quotes: “That’s what I like about being a small company versus the big company, you move quickly and impact change immediately.”- Matt Damman [32:22]
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How This Venture Capitalist Investor Grows Companies from 1 to 100 million - Mark Thomann Ep 62
09/25/2020
How This Venture Capitalist Investor Grows Companies from 1 to 100 million - Mark Thomann Ep 62
Understanding the Role of a Venturepreneur Have you ever wondered what a venturepreneur does? The combination of venture capitalist and an entrepreneur- helping mostly small emerging companies scale. In this episode of Page One Podcast, Luke Peters speaks with Mark Thomann about his role as a venturepreneur who helps take small brands from $1 million to $100 million in revenue. Mark is an entrepreneur and venture capitalist who has a history of reimagining and relaunching iconic brands. He is the founder of Dormitus Brands and recently founded an early-stage health and wellness fund called Spiral Sun Ventures. Listen in to learn the importance of small brands looking at the failure of other brands as an example for them to succeed. You will also learn why it is extremely difficult for emerging brands to be profitable unless they exit to big brands especially in the beverage industry. Key Takeaways: Learning how to take care of your physical health to be more productive in your professional life. How to build a brand and a community that continues to purchase your product. The lessons to learn from failed brands or products similar to yours for you to succeed. Why emerging brands need significant marketing or to exit to big companies to be profitable. Episode Timeline: [2:22] Mark explains why he formed Spiral Sun Ventures as a way to help young entrepreneurs to scale their businesses. [5:36] How he changed his life-work balance to be more focused on health and wellness. [9:39] The importance of bringing human capital to impact small companies and take them from $1 million to $100 million in revenue while remaining gritty and entrepreneurial. [13:28] Why brands need to understand why other companies like them failed plus generating consumer buzz around their product. [18:36] He explains the size of his company’s investments and how they estimate value. [21:04] The key things he looks for when helping a company and the growth they have experienced over the years. [24:31] How to build a company to become a household brand through direct to consumer eCommerce business. [27:07] Mark explains how they successfully relaunched a soda brand through great marketing. [34:02] The benefits of natural ways of building brands and communities and building vital relationships [36:10] Why it is challenging for small brands to make money especially in beverages unless they exit to big companies. [40:38] He narrates why he failed in a business he acquired from Unilever and why he wouldn’t do traditional advertising anymore. Quotes: “If you really know what made a company fail, you’re much better equipped at understanding how to make it succeed.”- Mark [10:10]
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Brand Storytelling | Connecting With Customers - Ed Lynes EP 61
09/18/2020
Brand Storytelling | Connecting With Customers - Ed Lynes EP 61
The Art of Purposeful Brand Storytelling. How do you communicate with your customers with the right messaging? How do you develop that trust relationship that keeps bringing them back? One thing all customers have in common is a pain point, and your product has to first solve it. In this episode of Page One Podcast, Luke Peters speaks with Ed Lynes on the importance of building a trust relationship with your customers using the right messaging. Ed is the founder of Woden, a strategic messaging agency that helps you build consumer trust and remove friction. He helps transform your brand with a powerful story. Listen in to learn the areas that you need to target the customer and make a connection that will lead to relationship building. You will also learn the power you hold by understanding customer purchasing behavior and how you can use that to your benefit. Key Takeaways: Understanding how to build a relationship with your customers and communicating your purpose the right way. The importance of creating a brand story that allows your customer to be the hero who understands your product’s pain point. Learn about the things that are going to help you build better affinity and customer value. The power of understanding customer purchasing behavior and then aligning your messaging with it. Episode Timeline: [3:18] How at Woden they help brands with the right messaging to develop a customer relationship. [4:18] The three areas to target the customer, make a connection with them, and start building a relationship. [8:03] Learning how to communicate your brand’s purpose and letting the customer know you understand their pain point. [11:36] Ed shares a case study of how they helped a company that was suffering from genericide right their customer messaging. [17:29] How to create a brand story where the customer comes out as the hero with your product. [21:33] How to articulate your brand’s messaging to make sure that the customer understands the pain point. [26:53] How to find the motivation and the perception of why the customer is purchasing the product they’re purchasing. [30:18] How to focus on things you can control with your customer during uncertainty. [33:55] Ed recommends some of his strategies in understanding people and how to market to them. Quotes: “Every brand should know how to talk about themselves in a way that’s clear, compelling, and memorable.”- Ed Lynes [35:37]
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Using IP to Unlock A Huge Market - Smart Home Water Leak Detection– Larry Beger EP 60
09/11/2020
Using IP to Unlock A Huge Market - Smart Home Water Leak Detection– Larry Beger EP 60
Larry Beger: Making Homes Smart with Smart Technology What does it take to grow a multimillion-dollar company in a billion-dollar industry? Imagine creating an ever-improving technological system that caters to the consumer and hence increased trust. In this episode of the Page One Podcast, Luke Peters speaks with Larry Beger, the CEO of Elexa Consumer Products. This is the company that offers the water leakage detectors system and valve controller, Guardian. He has been with Elexa since the late 90s and has driven it to immense successes, some failures, and struggles. Listen in to learn Elexa’s business model that has enabled them to scale globally and garner much consumer trust. You will also learn the advantages of labor outsourcing and a strong online marketing strategy. Key Takeaways: The power of outsourcing labor to cut expenses and have room for flexibility. The benefits of having a strong online presence as a brand in 2020. How to use technology to do online marketing and establish customer trust. The importance of developing a simple product with the consumer in mind. Episode Timeline: [2:19] Larry explains how their leak detector works, other products, and how they have improved it with technology over the years to make homes smart. [6:27] He explains how the sense detectors detect leakage which works as a physical connection. [7:39] The cost of setting up these technologized leak detectors and other future products that will bring the cost further down. [9:49] The scale of the business across the world and how they outsource for technical labor through third-party logistics to cut expenses. [11:17] He mentions their retailers, online market and presence, their internal sales team, and outside sales representatives. [13:10] He shares a story of how he was surprised when they once made massive sales 2 days after Christmas. [15:10] Larry describes himself as an idea person and how they have positioned themselves in the market. [20:22] How they use technology to market and gain customer trust. [21:56] He explains one of their competitive advantages as the ease of installation and the DIY installation aspect of the Guardian products. [27:28] How he struggled with the mechanical side of the business when they first started since he wants the customers to get the best. [31:31] He shares an interesting story of a business failure he made 15 years ago and the lessons it taught him. Quotes: “Don’t be afraid to fail, you can always learn from your own mistakes.”-Larry [33:18]
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Crowdfunding for startups using kickstarter for product launches- Adam Craft EP 59
09/04/2020
Crowdfunding for startups using kickstarter for product launches- Adam Craft EP 59
Adam Craft: Understanding Crowdfunding Product Launching What is the best way to launch your product- on Amazon or Kickstarter? Over the last recent years, these two platforms have become vital in launching products into the market. Crowdfunding (Kickstarter) is a great way to launch your product faster and gain customer feedback and loyalty. In this episode of the Page One Podcast, Luke Peters speaks with Adam Craft on how he successfully launched a product on Kickstarter and the journey that was. Adam is the founder of Elevated Craft and his flagship product The Elevated Craft Cocktail Shaker, a design that raised over $472,000 on Kickstarter late last year. He continued taking presales and in just a few months his revenue exceeded $600k from almost 8,000 backers. Listen in to learn about the process of crowdfunding before, during, and after a product launch. You will also learn the difference between an Amazon and a Kickstarter product launch. Key Takeaways: The importance of having backers who take their time to know the product as you take care of them. The difference between doing an Amazon launch vs. crowdfunding. The advantage of the one on one customer feedback and loyalty on Kickstarter than anywhere else with product launches. The importance of having a cool product to attract backers on Kickstarter. Episode Timeline: [4:03] How being a student of crowdfunding, and doing a lot of research helped Adam raise money on Kickstarter. [5:21] How he prepared for the funding by first investing in the product. [7:03] He explains how he was able to run an aggressive campaign on Kickstarter and sell the product on different platforms. [11:02] The duration of a Kickstarter campaign and all the work that goes into it- preparing, during, and after the campaign. [13:39] The importance of the first three-day stage of the campaign and how to prepare for it. [16:28] Factors that differentiate between Amazon and crowdfunding and why each has unique potential in the success of product launches. [19:15] Adam explains the aspect of loyalty and true customer feedback witnessed on Kickstarter that is unavailable elsewhere. [21:14] The lessons he has learned about supply, marketing before launching and planning for enough sample production. [23:51] The most important things to get effective results from your Kickstarter campaign. [26:54] He talks about the amateur mistake he made of putting all his trust in one factory and later they failed him and he ended up regretting. [29:38] How he keeps a big list of product ideas to always have a pool to look at. Quotes: “The most important part of the campaign is your first three days, so if you launch your campaign and then you start thinking about running ads, that campaign is probably already dead.”- Adam [14:55]
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Customer-focused product development process with a distributed team - Shauna Lagatol Ep 58
08/28/2020
Customer-focused product development process with a distributed team - Shauna Lagatol Ep 58
Have you tried a more in-person consumer product testing over desk research? How is your product development process, do you keep the consumer in mind through the whole process? In this episode of the Page One Podcast, Luke Peters speaks with Shauna Lagatol, a 17-year CPG, food and beverage veteran, and the CEO at Spencer Trask & Co. She started her career in bioscience and now drives for business success. Listen in to learn how Shauna creates and drives a team from freelancers that help come up with innovative products. You will also learn how to create a product with the target consumer in mind by allowing them to personally test the product. Key Takeaways: How to be inspired by the consumer when creating a product. The importance of building a brand by conducting in-person consumer product testing over desk research. Why direct to consumer approach is the now of brands to connect with consumers. The process of outsourcing capable team players for your project. How to work efficiently by utilizing software when working with freelancers remotely. How to market around trends model. Episode Timeline: [3:04] How she led an innovation team to quickly launch multiple products at Nestle Waters. [4:42] She explains the strategies of getting one on one with consumers that they used when creating those products. [7:08] The product development process that the team follows before the product is released into the market. [9:52] She explains the creative ways that both big and small companies can use to get their products tested by in-person target consumers. [13:37] How in-person consumer product testing helps startups understand their target customer and build their brand at the same time. [16:41] She explains the strategies that both big and startup companies can utilize to get directly to the consumer. [20:34] How to balance your strengths and weaknesses by learning what you don’t know and sourcing for help. [23:26] She explains how she creates a team out of capable freelancers to help with her projects and where she gets them. [27:12] The difference between large companies and startups in managing teams. [29:26] She describes her approach to incorporating software to help work efficiently and hold team members accountable. [32:04] How to launch a product, what to consider, and the benefit of a small company over a big one in product launching. [34:54] Learning to leverage the current events to amplify your social media strategy. [37:53] How she has learned to ask deep inquisitive questions to help understand where the other person is coming from. [40:26] Why she regrets not having written goals earlier in life. Quotes: “Direct to consumer is the now of how brands will connect to consumers.”- Shauna Lagatol [16:59]
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Product Launches Plans & the Ultimate Retail Buyer Strategy– Julie Walker EP 57
08/21/2020
Product Launches Plans & the Ultimate Retail Buyer Strategy– Julie Walker EP 57
Julie Walker: Strategies to Turn Your Retail Business Scorecard Green Is your buyer’s scorecard green? It is important to add value to your buyer beyond the product you’re selling which will lead you to gain influence. In this episode of the Page One Podcast, Luke Peters speaks with Julie Walker, she is a seasoned executive with 30 years of industry experience spanning brand management, shopper marketing, sales leadership, and multiunit retail operations. Before starting her own strategic firm, she was the CEO of Shopper Events and spent 24 years at Proctor& Gamble. Listen in to learn how to validate your product and make the design stand out from the competition. You will also learn the strategy that will get you the attention of the buyer and fulfill their expectations of your business. Key Takeaways: The importance of forecasting a product’s performance in the market rather than focusing on its distribution. The importance of hiring an agency to help your business get attention from a potential buyer. The major mistakes that happen in the top to top meetings and the right thing to do. Learning to align and support your buyer’s business culture. Episode Timeline: [0:34] Intro: [2:44] She talks about the situation with the companies that she helps during the pandemic. [3:39] How she’s helping struggling companies to understand the market and accessing their capabilities. [5:43] The industries that are unexpectedly doing better than it was initially anticipated. [7:30] How to evaluate the context of a product when designing to stand out from similar products. [10:57] How to avoid legal problems with competitors plus validating why your product would be buyable. [12:42] Learning to start with the end in mind before launching a product. [15:03] How to get a buyer’s attention when you’re a small company by hiring an agency plus when to know they’ll work for you or not. [17:05] How to add value beyond the product you’re selling to gain influence by going green on everything on the buyer’s scorecard. [18:13] Some of the things that are in the buyer’s scorecard that as a business owner you don’t think about. [19:32] The meaning of the top to top business planning and it’s relation to your business leadership. [23:31] The importance of understanding where you fit in the buyer’s ecosystem to better get an idea of their expectations of you. [24:28] How to fulfill the expectations of your buyer while aligning and respecting their culture. [27:54] Julie advises those in retail and or planning to join the retail business. Quotes: “Build a plan to add value beyond the product you’re selling, to gain influence.” - Julie Walker [17:11]
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First Generation Immigrant Builds A Massive Home Decor Brand -Jenny Zhu Ep 56
08/14/2020
First Generation Immigrant Builds A Massive Home Decor Brand -Jenny Zhu Ep 56
How First-Generation Immigrant Jenny Zhu Created the Massive Triangle Homes Fashions from Scratch. In a business that deals with warehouses from India and China to manufacture their textile products, there has to be an incredible business model, right? In this episode of the Page One Podcast, Luke Peters speaks with Jenny Zhu about her home décor textile business Triangle Homes Fashions. She is a first-generation immigrant who has turned Triangle homes into a massive company in only 10 years and now sells to major retailers plus 40 others. She graduated in 2005 summa Cum laude from the Fashion Institute of Technology before founding Triangle Homes in 2008. Listen in to learn the business model she uses with manufacturing factories overseas while taking care of the business side of things in the US. You will also learn the strategy they use at Triangle Homes to keep business running smoothly during the pandemic. Key Takeaways: How to use the ERP system to get the business data that helps you plan ahead. Learning to overcome challenges in a foreign country and rising to start a leading business. How to differentiate your brand to stand out in a saturated market. Episode Timeline: [0:29] Intro [2:01] She explains the home textile products that Triangle Home Fashions creates and distributes when she founded the company, and their business model. [3:29] How the COVID-19 has affected their operations from working from home to how they establish warehouse guidelines. [6:27] She describes how they prepared for the COVID-19 by manufacturing early and shifting the process from China to India. [9:41] The business model they use with their warehouses and shipping of products and what they’re looking to change in the future. [13:30] How they build a great ERP system to give them data to analyze different skew performance. [16:17] She explains where she spends her time in the company as the CEO while helping the team steer the company forward. [19:21] She narrates her childhood in China, the challenges she faced after her move to the US plus pursuing a career in the textile home décor field. [25:51] She explains how they differentiate their Lush Décor brand from similar décor brands. [31:48] The methods they use to skew inventory to get solo inventory turn goals. [35:35] She describes how she has had a hard time balancing work and life as an entrepreneur. Quotes: “We offer our customers some inspiration, we believe the customer will have a sense of what it is they want and we help them to find it and create the home of their dream.”- Jenny Zhu [25:57]
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How CPG Brands can Grow & Find Investors Now- Jeff Grogg- Ep 55
08/07/2020
How CPG Brands can Grow & Find Investors Now- Jeff Grogg- Ep 55
How to Strategically Plan for The Rest Of 2020 in Every Aspect With COVID-19 In Mind. Hiring is sometimes where many leaders fail when they choose to delegate that process to recruiters when they should do it themselves. Leaders should also focus on the core and the people as a strategy to continue growing the business. Jeff Grogg is the founder and managing director of JPG Resources and has founded businesses in spaces ranging from athletic training to alcoholic beverages, in contract food manufacturing, to a new food venture fund. He has 25 years of experience as a leader in the natural food and beverage space. He shares his background and experience in the food industry and his strategy in acquiring and investing in small businesses. Listen in to hear advice on what to focus on for struggling small businesses during the Coronavirus pandemic. Key Takeaways: The power of a great team and input for business growth and leadership efficiency. The importance of hiring better people than you as a leader. How to make hard choices as a struggling business and focus on cash management and profitability. The science of abnormal supply chain explained. How to find high-quality deals in the right places for companies looking to acquire. Learning to simplify, focus on the goal, and focus on the people during hard times. A badly managed business vs a strategically managed business. Episode Timeline: [0:29] Intro [1:57] He has a background in food science and has found himself in both food and business management. [2:44] He credits teamwork and great input for his efficiency. [3:37] How he has scaled to afford people who are better than he is so he could move on to where he can add more value. [4:50] He describes different performance for different companies that he helps during the Coronavirus. [6:21] How to find actionable and aggressive ways to save struggling businesses. [7:38] He explains what JPG does in the food industry and helping other companies. [9:20] How he grew JPG through referrals and marketing even before he started. [10:37] He talks about the recent exciting project he’s worked on growing a small business to greater heights. [12:25] Why the supply is functioning differently because they’re built for a different market place than what is existing right now. [15:43] He describes qualities of the companies that they’re looking to fund and the deals they’re looking to acquire. [17:42] How they leverage networks that help them acquire higher-quality deals. [20:05] How he has learned to focus on the core goals and the wellbeing of the team during the COVID-19 pandemic. [21:00] He explains how he lost a plant after failing to manage it in the right way. [23:27] The process of hiring the right person for overall business success. [25:16] How to focus on discipline and simplicity when striving for business growth. “Do what you do best, do it really well, do it profitably.” -Jeff Grogg [25:30]
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